Emily Hodgson and Emilie Riis love sneakers, or trainers, as they’re known in London, but were frustrated by the fact that many of the coolest designs are made in men’s sizes only. So they decided to do something about it, launching Purple Unicorn Planet, a fantasy shop created to inspire Nike to make trainers for men available in women’s sizes, too.
As Riis told Fast Company: “Trainers are unisex shoes and have been for awhile. But it seems we are still stuck in an outdated view on what kinds girls and boys, respectively, should wear. Girls don’t just want pink, purple, or banana yellow trainers.”
Too often, companies simply apply aesthetic treatments to new products for women–the old way used to be to “shrink it and pink it”–or, as in the case of trainers, ignore the market demand altogether. We think Purple Unicorn Planet is a fun, playful way to bring attention to the types of products women really want, in the styles they desire.